Liftmaster will not renew sponsorship with Hendrick

LiftMaster won't renew its three-race sponsorship deal with Team Hendrick that expires after '17, the sides confirmed to SBJ. The deal is likely another victim of plummeting NASCAR TV ratings after switching to NBCSN.

IndyCar racing knows that all too well as 9 years of low ratings on NBCSN has stripped the paddock of any real sponsors and all that remains are B2B deals and ride buyer sponsors.

Liftmaster's future move in racing, if any, is TBD.